ILLY AND ORDERGROOVE PARTNER TO ACCELERATE “ILLY A CASA” SUBSCRIPTION PROGRAM FOR PREMIUM COFFEE LOVERS
First program to offer complimentary, high-end espresso machine with opt-in to 18-month coffee supply; drives increased customer participation, satisfaction and spend over first year of implementation
NEW YORK, NY– (May 22, 2018) – OrderGroove, the leader in Relationship Commerce, and illy, the global leader in high-quality coffee, have partnered to drive value for coffee lovers looking to enjoy premium illy coffee and espresso from the comfort of their homes. The subscription program leverages the technology, artificial intelligence and expertise of OrderGroove’s Relationship Commerce CloudTM to orchestrate the optimal experience for customers seeking high-end illy iperEspresso machines, which include both capsule and espresso functionality. Rather than checking out with only the machine, customers are prompted with the opportunity to sign up for the “illy a casa” program which offers a selection of iperEspresso machines at a reduced or complimentary price with opt-in to an 18-month subscription relationship for illy’s recyclable coffee or espresso capsules.
lly is the first to offer high-end espresso machines with a subscription enrollment, and customers have responded positively in participation, spend and satisfaction. Since launching OrderGroove’s Relationship Commerce capabilities in June 2017, 44% of illy subscribers added in the US during this period chose the “illy a casa” machine program, and illy experienced an 88 percent increase in customer spending when compared to one-time purchases of the coffee machine without the “illy a casa” program. The program further coincides with a 10 percent increase in the illy.com website’s overall Net Promoter Score.
“With OrderGroove’s technology, data-driven insights and consumer expertise, we’re able to pursue a deeper and longer relationship with our customers, who love illy coffee and want to enjoy it at home,” says Andrea Vitale, Senior Director of E-Commerce, North America. “By offering the ‘illy a casa’ program at the optimal moment, we are making it easy and convenient to enjoy illy coffee through a premium subscription program. In return, we are experiencing increased customer satisfaction and lifetime value. It’s a win-win across the board.”
“illy is an iconic brand that was quick to adopt Relationship Commerce as a way of anticipating their customers’ needs and enhancing their shopping experience. They’re using an annuity approach that is especially effective with product categories that combine an ongoing consumable purchase together with a machine or appliance,” said Greg Alvo, founder and CEO of OrderGroove “We are proud to work with a global brand like illy to enhance the experience for their customers who love illy’s premium coffee and, as a result, grow a profitable and recurring revenue stream for illy.”
illy has deployed OrderGroove’s Relationship Commerce Cloud in eight countries, with future plans to implement the Relationship Commerce Cloud’s predictive reordering and frictionless discovery and ordering capabilities. OrderGroove’s Relationship Commerce Cloud uses a proprietary Anticipate AITM engine, supported by a team of consumer marketing experts, to help retailers and brands transform their businesses from one-and-done transactions to predictable relationships.
Breakthroughs enabled by OrderGroove’s platform make the subscriber’s commitment to an ongoing relationship both easy and reassuring, offering a best price guarantee along with surprise and delight elements that optimize ongoing customer engagement in the program.
OrderGroove technology helps brands and retailers become indispensable to their customers’ lives by powering frictionless order, reorder and subscription experiences. The OrderGroove platform seamlessly integrates with existing POS, CRM and eCommerce platforms, supporting a wide range of tailored programs for cultivating profitable, long-term customer relationships.
Learn more about OrderGroove’s Relationship Commerce Cloud.
illy’s RENEW Capsule Recycling program
Both the iperEspresso and brewed coffee capsules are recyclable and can be accessed in three ways:
- Through the illy a casa subscription program. As a program benefit, members are invited to participate and provided with complimentary RENEW collection bags and pre-paid shipping labels.
- By dropping used iperEspresso capsules in RENEW designated bins at participating retailers
- By purchasing a Recycle Kit through illy Customer Care 1-877-469-4559
OrderGroove helps brands and omnichannel retailers practice and achieve Relationship Commerce – shifting consumer interactions from one-and-done transactions to ongoing, highly profitable relationships. The company’s unique combination of powerful technology, machine learning and analytics and unmatched consumer expertise helps top retailers and brands like Walmart, PetSmart, the Vitamin Shoppe, L’Oréal, Netlé and others transform their retail experiences across every channel and thrive within the constantly shifting retail landscape. OrderGroove is headquartered in New York, NY and has raised $40 million in investment funding from institutional investors including National Securities, Lerer Hippeau Ventures, SWaN & Legen Ventures, Western Technology Investment, Silicon Valley Bank, FYRFLY Ventures, Bee Partners and Stage One Capital. For information visit www.ordergroove.com.
illycaffè is an Italian family business, founded in Trieste in 1933 and committed to offering the greatest coffee to the world. illy is the world’s most global coffee brand, producing the unique illy 100% Arabica blend made of 9 of the world’s best selections of Arabica; each day more than 7 million cups are served in over 140 countries in the finest cafés, restaurants, hotels and in offices and homes. illy has become the standard forerunner of espresso, and thanks to three critical innovations, is considered the leader in the science and technology of coffee. With the bestowing of the first “Ernesto Illy Award for quality espresso coffee” in 1991 in Brazil, illy also pioneered direct sourcing, sharing know-how and paying a premium price for the best quality, based on partnerships underwritten by the principles of sustainable development. The company also founded the University of Coffee with the aim of fostering and spreading its culture providing comprehensive academic and hands-on training for coffee growers, baristas and coffee lovers in order to cover every aspect of the product. Everything ‘made in illy’ is enhanced by beauty & art, which represent founding values of the brand, starting from its logo — designed by an artist, James Rosenquist — and including the renowned illy Art Collection, comprised of over 100 cups designed by international artists. In 2016 the company employed 1,269 people, and posted consolidated revenues of €460 million. There are approximately 230 stores and mono-brand illy shops in 43 countries. For more information visit www.illy.com.